Although it is one of today’s buzzwords, “Social Media” is a generic term that refers to websites that allow one or more of the following services: social networking, content management, social bookmarking, blogging and micro-blogging, live video-casting, and access into virtual worlds. Social Media—the technology as we know it today—has its roots in Usenet, a worldwide discussion system that allowed users to post public messages to it.

Social media refers to online resources that people use to share content. This content can include images, photos, videos, text messages, pins, opinions and ideas, insights, humor, gossip, and news of almost any kind. Drury’s list of social media includes the following: Blogs, vlogs, social networks, message boards, podcasts, public bookmarking and wikis. Popular examples of social media applications include Flickr (online photosharing); Wikipedia (reference); Bebo, Facebook and MySpace (networking); del.icio.us (bookmarking) and World of Warcraft (online gaming).

Unlike traditional marketing models that are nothing more than one-way delivery systems from a company to its consumers, social media is about building a relationship with an audience and starting a two-way dialogue between a company and its consumers. In this new environment, marketing becomes a multi-dimensional discipline that is about receiving and exchanging perceptions and ideas. The consumer is seen as a participant rather than as a “target audience.” The old Source-Message-Channel-Receiver model is evolving into “a collaborative and dynamic communication model in which marketers don’t design ‘messages’ for priority audiences but create worlds in which consumers communicate both with the company and with each other.”

Intelligencia can help businesses develop and implement the following social media services:

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